Pop singer lizzo pushed yitty, a body shaping clothing brand, to mark Kardashian’s skims and Rihanna’s Fenty
Pop singer lizzo announced the launch of yitty, a body shaping clothing brand, in collaboration with fabletics, a sportswear manufacturer, and lizzo will be the CEO of the brand. Among them, yitty was lizzo’s nickname when he was a child.
Yitty mainly includes three series: major label (soft daily series), mesh me (can be worn inside or outside), nearly naked (lightweight seamless corset, highlighting natural curves); Including bras, underwear, jumpsuits, home clothes and other categories. The product is priced at $14.95 – $69.95. Yitty said that although some pieces are suitable for sports at present, they are already developing more series of sports scenes.
Yitty’s main features are: great body tolerance (from xs-xxxxxxxl, while the largest size of Kim Kardashian’s body shaping clothing brand skims is XXXXL), and Avantgarde design (bright colors and bold prints). Among them, bright colors include tempo lavender and moody bite. Very interesting color naming. Although the body shaping clothes are worn inside, you can also try bright colors other than flesh colors, which is the difference of yitty’s products.
In addition, yitty attaches great importance to “sustainability”. More than 65% of the raw materials of the styles are recycled fibers, and the packaging materials are 100% recycled materials.
Lizzo is a Grammy winning singer. In 2020, at the 62nd Grammy Awards ceremony, lizzo won eight nominations, and finally won three awards: best pop singer, best contemporary urban album, and best traditional R & B singer of the year, becoming a big hit in that year.
Recently, lizzo participated in the Amazon platform’s dance reality show “watch out for the big grrrls” to select reserve dancers for her next global tour. Maybe yitty will also appear on the stage of lizzo’s global tour. The new album “it’s about damn time” will be released soon.
Lizzo’s music and actions have always advocated “having confidence in yourself”, and lizzo has always been famous for her self-confidence in body. Now, she has incorporated this confidence into the yitty brand. As a “oversized girl,” lizzo says that in order to meet the aesthetic standards of society, she has been wearing body shaping clothes since the fifth and sixth grades. Such questions make her feel “abnormal” and “ashamed of her figure.”. Later, I accepted my large size body, stopped wearing bras, and began to liberate myself, care for myself and accept my body.
Yitty’s mission is to break the shackles of the body and advocate “body tolerance”. Yitty can be underwear, can be worn externally, can be worn on any occasion, and is suitable for everyone, every body type, and any period; That is, “every. Body. Period”. What’s more, learn to accept your figure and the way you dress. “What we wear every day can be exciting and sexy. If some clothes are uncomfortable, then don’t wear them.”
It is reported that yitty was launched after more than three years of communication and preliminary work between lizzo and don Ressler, co-founder of fabletics. In 2013, the sportswear brand fabletics was co founded by Adam Goldenberg, don Ressler and Oscar nominated actress Kate Hudson. After that, it has cooperated with many celebrities, such as singer Demi Lovato and comedian Kevin Hart. Fabletics is positioned in the middle market between high-end brands (such as lululemon) and cheaper commercial and supermarket brands.
According to the Wall Street Journal, fabletics is also considering an IPO. Techstyle fashion group, the former holding company of fabletics, spun off savage x Fenty in 2019 and JF brands (including justfab and shoedazzle) in 2020. It was later renamed fabletics Inc., and is now the parent company of fabletics and yitty.
It is reported that yitty was launched after more than three years of communication and preliminary work between lizzo and don Ressler, co-founder of fabletics. In 2013, the sportswear brand fabletics was co founded by Adam Goldenberg, don Ressler and Oscar nominated actress Kate Hudson. After that, it has cooperated with many celebrities, such as singer Demi Lovato and comedian Kevin Hart. Fabletics is positioned in the middle market between high-end brands (such as lululemon) and cheaper commercial and supermarket brands.
According to the Wall Street Journal, fabletics is also considering an IPO. Techstyle fashion group, the former holding company of fabletics, spun off savage x Fenty in 2019 and JF brands (including justfab and shoedazzle) in 2020. It was later renamed fabletics Inc., and is now the parent company of fabletics and yitty.
At present, there are many players in the body shaping garment industry. It is estimated that in 2024, the market for body shaping clothes will be $3.8 billion.
In 2019, Kim Kardashian, the first influencer of INS, launched skims, a brand of body shaping clothes. The first series is body shaping clothes. At present, it has been expanded to home clothes, jumpsuits, swimwear and other categories. Skims focuses on comfort and functionality. There are many colors close to skin color to meet the needs of multiple races. Skims underwear has no steel ring (advocating women’s Liberation), seamless knitting (more comfortable), and no sense label. The product sells for 60-80 dollars.
The product was initially sold in the form of DTC on the official website of the brand. In the first year, it sold 3 million pieces, and later entered the offline high-end department store. It is reported that the revenue in 2020 was 135 million US dollars.
The kardashians are familiar with the “traffic game”. Kardashian’s lifestyle has not only brought traffic to the brand (skims has 3.93 million fans in INS), but also established the brand’s tone: a fashionable and elite lifestyle.
If lizzo’s blessing is his own figure and his own songs, and what is important about skims is the founder’s lifestyle, traffic and lifestyle, then the lingerie series savage x Fenty founded by singer Rihanna plays the card of “inclusiveness”. To be exact, it is Rihanna’s blessing of “race and color”.
Singer Rihanna’s lingerie series savage x Fenty was founded in 2018, focusing on the brand value of “diversity” and “inclusiveness”. It is reported that savage x Fenty is considering an IPO with a brand valuation of $3 billion. Savage x Fenty has 4.81 million fans on INS.
Savage x Fenty’s main category is underwear, which has been expanded to multiple categories, including sports, sexy and comfortable. In terms of product presentation, it focuses on “fashion design”, which is the brand tone of savage x Fenty and the brand gene injected by founder Rihanna.
In order to show compatibility, savage x Fenty uses large underwear models, which has become the standard practice in the underwear industry. Savage x Fenty has multiple sizes to meet a variety of figures, from XS to XXXL. It is worth noting that savage x Fenty is positioned for the middle end market of the masses, with a price of $25 – $70.
According to the Wall Street Journal, savage x Fenty sold more than $156 million in 2019. Savage x Fenty said that its operating income increased by 200% in 2020; VIP subscriptions increased by 150%. In February 2021, savage x Fenty obtained a round B financing of US $115 million, with a total financing of US $185 million.
